Shoe Dog Chapter

Chapter in the book Shoe Dog by Phil Knight about the creation of the Cortez by Blue Ribbon Sports (Nike before it was Nike). They were going to name it the Aztec, but were threatened with a suit by Adidas because they had just released a shoe named the Azteca Gold. Bill Bowerman then changed the name to Cortez because he is the one that conquered the Aztecs. This shoe became a cultural icon and its silhouette is still a classic today. 

Assignment:

Find a product in need of a re-brand and come up with new names and a plan to roll out the changes

By Jordan Smith

CVHS